NASCAR officials have expressed confidence in the continued commitment of its three official automakers—Ford, General Motors (GM), and Toyota—even as these manufacturers invest in Formula 1 (F1), a global motorsports platform that has seen explosive growth in recent years.

While all three manufacturers are exploring or developing entries into F1, NASCAR leadership remains certain that their return on investment (ROI) within stock car racing keeps them firmly engaged with the sport’s future.
A Stable Partnership Amid F1 Expansion
Speaking to the evolving landscape of motorsports, NASCAR executives acknowledged the automakers’ moves into F1 but emphasized their ongoing support for stock car racing’s premier series.
“These are companies with significant resources, and their involvement in multiple racing disciplines reflects the broad scope of their global strategies,” said a NASCAR representative. “At the same time, Ford, GM, and Toyota remain deeply committed to NASCAR. They see strong value in the platform we provide and its connection to the fans and their brands.”
Each manufacturer has played a critical role in NASCAR’s history and its current landscape:
• Ford powers some of NASCAR’s top teams, including Team Penske and Stewart-Haas Racing.
• GM’s Chevrolet brand holds the record for the most NASCAR Cup Series championships and continues to support Hendrick Motorsports, Richard Childress Racing, and others.
• Toyota has become a powerhouse in the sport, achieving multiple championships with Joe Gibbs Racing and providing strong support for NASCAR’s grassroots initiatives.
Why NASCAR Still Delivers Strong ROI
Despite the lure of F1’s global audience and cutting-edge technology, NASCAR continues to offer automakers unparalleled access to one of the most loyal fanbases in sports. A 2023 Nielsen Sports report highlighted that NASCAR fans are twice as likely to purchase a vehicle from a brand they see represented on the track.
“Our fans are incredibly brand-loyal, and that’s a key factor for these manufacturers,” the NASCAR representative added. “The connection between what happens on the track and what ends up in the showroom is very real in our sport.”
Moreover, the Next Gen car—introduced in 2022—has further strengthened the relevance of NASCAR for its automakers. With design elements more closely resembling production vehicles, the platform provides a direct tie-in to the cars sold at dealerships.
Ford, GM, and Toyota on Their NASCAR Commitment
While all three automakers have been exploring F1 opportunities, they’ve also reiterated their commitment to NASCAR.
• Ford recently renewed its commitment to stock car racing with new technical investments and reaffirmed its long-standing presence in NASCAR.
• GM has invested heavily in NASCAR’s Next Gen platform and continues to highlight its motorsports efforts through Chevrolet Racing.
• Toyota remains a vocal advocate of NASCAR’s value, with TRD (Toyota Racing Development) heavily involved in on-track performance and fan engagement initiatives.
The F1 Factor
The automakers’ interest in F1 is driven by the series’ expanding global footprint, particularly in the United States, where three races are now held annually. However, insiders believe the manufacturers see their NASCAR and F1 programs as complementary rather than competitive.

“NASCAR gives them a direct connection to the American market, while F1 provides a global marketing opportunity,” said one industry expert. “These manufacturers are big enough to do both effectively.”
As Ford, GM, and Toyota juggle their racing portfolios, NASCAR’s leadership remains confident that the sport will continue to be a cornerstone of their motorsports strategies.
“We’ve built decades of partnerships with these automakers, and we’re excited about what the future holds,” the NASCAR representative said. “Our goal is to keep providing a platform that drives innovation, connects with fans, and delivers results for everyone involved.”
For fans, the message is clear: while F1 may be grabbing headlines, NASCAR remains a vital part of Ford, GM, and Toyota’s racing DNA.